The Relationship of marketing communication tools and decision for service of animal hospitals in Bangkok

Abstract

The objectives of this study are (1) to investigate the demographic characteristics and decision for service of animal hospitals in Bangkok, and (2) to explore the relationship of marketing communication tools and decision for service of animal hospitals in Bangkok. The methodology of this study is survey research. Data are collected through questionnaire. The sample of this study is 400 people consisting mostly of females; those aged 21-30 years; those with married or living together status; those graduated with bachelor’s degree; private employees; and those with monthly income of 10,001 to 20,000 baht. Questionnaire reliability is tested through Cronbach Alpha Formula. Data are analyzed through descriptive statistics including frequency, percentage, mean and standard deviation. Quantitative data analysis is conducted through difference testing by using T-test, F-test, and relationship testing by using Chi-Square with a statis-tical significance level of 0.05. Data are processed through statistical programming. The results of this study indicate high placement of the importance of marketing communication tools affecting service decision making. Sale force and problem awareness have the highest mean scores. Hypothesis testing shows that different personal factors including gender, age, and monthly income give rise to different decisions in relation to use of service. The relationship testing reveals that the overall marketing communication tools variable is positively related to decision to use service. The relationship between problem awareness and decision to use service is at the highest level.